Sugar TV launches on July 5, broadcasting on MTV Hits. The shows will be presented by MTV's Emma Griffiths and combine content from Sugar magazine with the brisk pace of MTV Hits programming.
The cross-media deal will see a free MTV-branded magazine inside each month's issue of another Hachette title, TV Hits. MTV Hits will have an editorial page in Sugar magazine.
Kevin Hand, chairman of Hachette, said: "There is a clear fit between our magazines' readership and the MTV audiences, which will provide benefit for readers, viewers and advertisers alike. The cross-media opportunities for both parties are unparalleled in the UK and we are excited by the possibilities opened up by the deal."
Sugar TV programming will include: 'Sugar Style', about where to shop and fashion; 'Sugar Stars', about celebrities and their lifestyles, which will be largely driven by Sugar interviews; and 'Sugar Scoop', a daily gossip programme with music videos.
There will also be Sugar Saturday, a Saturday morning zone from 7am-9am, including the three Sugar shows and programming from MTV Hits. All the programming will feature Sugar branding across titles and bumpers.
Virginia Monaghan, head of marketing at MTV Branded Channels, said: "Research we have conducted among our teen girl viewers show that they want music, celebrities, fashion and interaction from a TV channel. MTV already provides music and celebrities, and Sugar TV and the MTV Magazine now provides all of the above, giving our viewers exactly what they want."
The partnership between MTV and Hachette will be extended further with programming to be developed between ELLEgirl and MTV Hits, and branded MTV channel CD covermounts across the titles to be discussed.
Sugar is the leading teenage girl title, with a circulation for the six months ending December 2003 of 291,794, down by more than 10% on previous figure but still around 50,000 copies ahead of nearest rival Bliss, published by Emap.
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